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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
A basic deck to support two hours of structured discussion and activities, to help people think beyond social media for campaigns. Delivered originally to Essex County Council as part of their Art of the Possible Festival 2015
How many of you have fed back, reviewed, complimented or complained online?
[be clear, here, that this isn’t just about T or F]
And not conversations on your websites, but where people are, or want to be
TfL cite benefits as 1) cost saving over phone calls, 2) reputation
repetition of information?
bringing more people to a service or event (but can only be authentic promotion if answering questions too)
Dissatisfaction with other channels
We’re online more, and expect our services and the things we pay for, to be there too.Not just on Facebook, but the places we prefer
Authenticity point - can’t promote to people if you’re not there to answer questions too
SH:24 conversations on Grindr
Listening: Maidstone flooding. Maidstone Council used social media to ID areas of flooding as yet unreported through normal channels Dudley Council meetings on Facebook IofWight private messages via Facebook (says ‘typically replies in a few hours’) Birmingham on WhatsApp Norfolk tweeting along to front line work: https://gds.blog.gov.uk/2011/10/19/ncc-twitter/ (interesting thoughts on showing a human face, and helping the team feel more social)
Emphasise: this isn’t about opportunities to campaign or promote (but that might come in time)
increase educational achievement and enhance skills; develop and maintain the infrastructure that enables our residents to travel and our businesses to grow; support employment and entrepreneurship across our economy; improve public health and wellbeing across Essex; safeguard vulnerable people of all ages; keep our communities safe and build communities; respect Essex’s environment.
Consider for each: NOT: campaigns or broadcast But ways of listening, reacting, proactively encouraging feedback and engagement
1. Constructive complainers ‘your baggage handling at X airport was appalling on X date’ 2. Tangental/rhetorical commenters ‘everything about X airport is shit’ 3. Fans ‘I love X airport!’ 4. Helpful connectors ‘Hey Jo Bloggs, don’t bother with checking baggage at Terminal 2, go round the corner and check baggage at the alternative counter’ 5. Trolls ‘I’m going to kill you’ Requesters: seeking situational awareness/info 'Which carousel should I go to for bags from Flight BA123?'
- Speculators/Misinformers: intentionally or unintentionally misleading 'I've heard the baggage handlers are on strike today and X airport isn't taking checked bags now'
When introducing this:
All the cards represent comments you should be aware of. Some of these people will call you, others won’t, but you’d probably want them to make contact
Where do they fit, and how might you respond?
Social media for customer service
How can we use social media to:
• listen to the people of Essex
• respond to their questions
• get feedback to help delivery
Sometimes phone, face-to-face or email is better, or
• skills, availability
• 25-40% of inbound calls avoidable
(Customer Contact Association)
• 87% of customers want proactive contact for
• Reduce call centre costs by up to 25%